Market rankings · Wisconsin
Yoga, Pilates and fitness studios in Wisconsin
Markets across Wisconsin ranked by the Groundwork market score for yoga, Pilates and fitness studios, with competitor counts and household spending for each.
- Listings
- 541
- 84 chain locations (16%)
- Official establishments
- 836
- All fitness and recreational sports centers · +9.1% since 2019
- Household spending a year
- $2.3B
- On memberships, classes and admissions
- Listings per 10k households
- 2.2
- 8% below the U.S.
- Spending per listing
- $4.2M
- 4% above the U.S.
- Rank among states
- #43 of 51
- Market score 36 · Lower middle
A site report maps the yoga, Pilates and fitness studios on map listings around any address in Wisconsin by name and distance, and the spending within reach.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
As of September 2026, map listings count 541 yoga, Pilates and fitness studios in Wisconsin. Chain locations make up 16% of them, against 18% across the U.S. That is 2.2 per 10,000 households, 8% below the U.S. rate of 2.4.
Households in Wisconsin spend about $2.3B a year on memberships, classes and admissions, or $921 per household, 6% below the U.S. average. Spread across 541 yoga, Pilates and fitness studios, that is $4.2M per studio, 4% above the U.S. figure of $4.1M. That spending covers all memberships, classes and admissions, which yoga, Pilates and fitness studios share with other businesses in the trade.
Official counts show 836 businesses with payroll classed as fitness and recreational sports centers in Wisconsin in 2023, up 9.1% from 2019. That is one for every 2,966 households, against one for every 3,109 across the U.S. Across the U.S., the count rose 5.8% over the same years. The official count takes in all fitness and recreational sports centers, not only yoga, Pilates and fitness studios: gyms are counted too. Since fiscal 2022, 104 SBA-backed loans worth $47.8M have gone to businesses classed as fitness and recreational sports centers in Wisconsin.
Among the 50 states and DC, Wisconsin ranks #43 for yoga, Pilates and fitness studios, with a Groundwork market score of 36 (lower middle). Of the 15 scored metro areas in or partly in Wisconsin, the Janesville-Beloit metro area scores highest (72). Of the 7 scored small-town markets in or partly in Wisconsin, the Baraboo area scores highest (66).
Every market in Wisconsin for yoga, Pilates and fitness studios
Download the ranking (CSV)Numbered by Groundwork market score among the markets based in Wisconsin, highest first; the U.S. rank compares each market with every other of its kind. A metro area that crosses a state line is listed in each state it reaches, and numbered only in the state its page is under. How the score works.
Metro areas
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Janesville-Beloit, WI | 72 | 6 | 0.9 | $9.4M | +1.7% | #25 of 347 |
| 2Wausau, WI | 70 | 8 | 1.4 | $6.4M | +1.0% | #36 of 347 |
| 3Racine-Mount Pleasant, WI | 61 | 12 | 1.5 | $6.1M | +0.4% | #70 of 347 |
| Duluth, MN-WI | 59 | 18 | 1.5 | $5.6M | +0.2% | #91 of 347 |
| Minneapolis-St. Paul-Bloomington, MN-WI | 55 | 374 | 2.5 | $4.8M | +2.6% | #123 of 347 |
| 4Kenosha, WI | 48 | 17 | 2.5 | $3.9M | −0.4% | #186 of 347 |
| 5Madison, WI | 46 | 81 | 2.7 | $4M | +4.1% | #203 of 347 |
| 6Appleton, WI | 44 | 24 | 2.4 | $4.1M | +2.7% | #221 of 347 |
| 7Milwaukee-Waukesha, WI | 39 | 156 | 2.4 | $4.1M | 0.0% | #266 of 347 |
| 8Green Bay, WI | 38 | 35 | 2.6 | $3.5M | +2.5% | #279 of 347 |
| 9Eau Claire, WI | 37 | 16 | 2.2 | $3.9M | +2.6% | #289 of 347 |
| 10Oshkosh-Neenah, WI | 37 | 18 | 2.5 | $3.5M | +1.4% | #290 of 347 |
| 11Sheboygan, WI | 37 | 13 | 2.6 | $3.2M | 0.0% | #292 of 347 |
| 12Fond du Lac, WI | 33 | 11 | 2.5 | $3.3M | +0.5% | #309 of 347 |
| 13La Crosse-Onalaska, WI-MN | 25 | 21 | 2.9 | $3M | +0.4% | #335 of 347 |
Small-town markets
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Baraboo, WI | 66 | 5 | 1.8 | $4.9M | +1.3% | #13 of 112 |
| 2Manitowoc, WI | 66 | 7 | 2.0 | $3.9M | +0.4% | #14 of 112 |
| 3Watertown-Fort Atkinson, WI | 64 | 6 | 1.7 | $5.2M | +0.3% | #19 of 112 |
| 4Whitewater-Elkhorn, WI | 60 | 17 | 3.9 | $2.5M | +0.8% | #36 of 112 |
| 5Wisconsin Rapids-Marshfield, WI | 58 | 6 | 1.9 | $4.1M | −0.2% | #40 of 112 |
| 6Sparta, WI | 58 | 5 | 2.7 | $2.9M | +0.6% | #42 of 112 |
| 7Stevens Point-Plover, WI | 45 | 11 | 3.7 | $2.3M | +2.2% | #73 of 112 |
| Beaver Dam, WI | Not scored | 3 | 0.8 | $9.9M | −0.3% | |
| Marinette, WI-MI | Not scored | 0 | 0.0 | n/a | +0.3% | |
| Platteville, WI | Not scored | 3 | 1.5 | $5.1M | +0.9% | |
| Rice Lake, WI | Not scored | 2 | 1.0 | $7.7M | −0.5% | |
| Menomonie, WI | Not scored | 3 | 1.7 | $4.9M | +1.7% | |
| Shawano, WI | Not scored | 2 | 1.1 | $6.9M | +1.4% | |
| Iron Mountain, MI-WI | Not scored | 3 | 2.1 | $3.4M | +0.4% |
Counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Washington County, WI | 74 | 8 | 1.4 | $7.7M | +1.8% | #48 of 777 |
| 2Rock County, WI | 70 | 6 | 0.9 | $9.4M | +1.7% | #86 of 777 |
| 3Marathon County, WI | 69 | 8 | 1.4 | $6.4M | +1.0% | #98 of 777 |
| 4Racine County, WI | 61 | 12 | 1.5 | $6.1M | +0.4% | #191 of 777 |
| 5Chippewa County, WI | 58 | 5 | 1.8 | $4.5M | +1.9% | #234 of 777 |
| 6St. Croix County, WI | 55 | 10 | 2.7 | $4.5M | +4.7% | #279 of 777 |
| 7Manitowoc County, WI | 54 | 7 | 2.0 | $3.9M | +0.4% | #312 of 777 |
| 8Sauk County, WI | 53 | 5 | 1.8 | $4.9M | +1.3% | #324 of 777 |
| 9Ozaukee County, WI | 53 | 10 | 2.6 | $4.7M | +3.0% | #325 of 777 |
| 10Kenosha County, WI | 53 | 17 | 2.5 | $3.9M | −0.4% | #330 of 777 |
| 11Jefferson County, WI | 52 | 6 | 1.7 | $5.2M | +0.3% | #344 of 777 |
| 12Waukesha County, WI | 51 | 47 | 2.8 | $4.6M | +2.4% | #369 of 777 |
| 13Dane County, WI | 49 | 73 | 2.9 | $3.8M | +4.9% | #400 of 777 |
| 14Wood County, WI | 48 | 6 | 1.9 | $4.1M | −0.2% | #420 of 777 |
| 15Walworth County, WI | 47 | 17 | 3.9 | $2.5M | +0.8% | #453 of 777 |
| 16Monroe County, WI | 44 | 5 | 2.7 | $2.9M | +0.6% | #500 of 777 |
| 17Winnebago County, WI | 43 | 18 | 2.5 | $3.5M | +1.4% | #516 of 777 |
| 18Outagamie County, WI | 42 | 22 | 2.8 | $3.5M | +2.6% | #526 of 777 |
| 19Brown County, WI | 42 | 31 | 2.8 | $3.3M | +2.6% | #530 of 777 |
| 20Sheboygan County, WI | 42 | 13 | 2.6 | $3.2M | 0.0% | #531 of 777 |
| 21Door County, WI | 42 | 8 | 5.3 | $1.7M | +1.6% | #541 of 777 |
| 22Eau Claire County, WI | 40 | 11 | 2.5 | $3.6M | +3.0% | #551 of 777 |
| 23Milwaukee County, WI | 39 | 91 | 2.3 | $3.5M | −1.5% | #568 of 777 |
| 24Fond du Lac County, WI | 39 | 11 | 2.5 | $3.3M | +0.5% | #571 of 777 |
| 25Douglas County, WI | 32 | 5 | 2.6 | $3.2M | −0.8% | #660 of 777 |
Show all 72 counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 26Portage County, WI | 32 | 11 | 3.7 | $2.3M | +2.2% | #662 of 777 |
| 27La Crosse County, WI | 22 | 20 | 3.9 | $2.3M | +0.3% | #749 of 777 |
| Dodge County, WI | Not scored | 3 | 0.8 | $9.9M | −0.3% | |
| Columbia County, WI | Not scored | 3 | 1.2 | $7.7M | −0.7% | |
| Calumet County, WI | Not scored | 2 | 0.9 | $10.7M | +2.9% | |
| Grant County, WI | Not scored | 3 | 1.5 | $5.1M | +0.9% | |
| Waupaca County, WI | Not scored | 4 | 1.8 | $4.5M | −0.6% | |
| Barron County, WI | Not scored | 2 | 1.0 | $7.7M | −0.5% | |
| Polk County, WI | Not scored | 1 | 0.5 | $17M | +1.7% | |
| Dunn County, WI | Not scored | 3 | 1.7 | $4.9M | +1.7% | |
| Pierce County, WI | Not scored | 4 | 2.5 | $4.1M | +3.1% | |
| Marinette County, WI | Not scored | 0 | 0.0 | n/a | +1.6% | |
| Shawano County, WI | Not scored | 2 | 1.2 | $6.4M | +1.7% | |
| Oconto County, WI | Not scored | 1 | 0.6 | $14.4M | +2.9% | |
| Oneida County, WI | Not scored | 3 | 1.7 | $4.7M | +0.7% | |
| Green County, WI | Not scored | 3 | 1.9 | $4.8M | +0.5% | |
| Clark County, WI | Not scored | 0 | 0.0 | n/a | +1.2% | |
| Vernon County, WI | Not scored | 1 | 0.8 | $10.1M | +2.4% | |
| Trempealeau County, WI | Not scored | 1 | 0.8 | $10.6M | +1.1% | |
| Lincoln County, WI | Not scored | 0 | 0.0 | n/a | −0.1% | |
| Juneau County, WI | Not scored | 0 | 0.0 | n/a | −0.5% | |
| Waushara County, WI | Not scored | 2 | 1.9 | $4M | +2.8% | |
| Iowa County, WI | Not scored | 2 | 2.0 | $4.8M | +1.0% | |
| Vilas County, WI | Not scored | 3 | 2.7 | $2.9M | +2.9% | |
| Adams County, WI | Not scored | 2 | 2.1 | $3.3M | +5.2% | |
| Jackson County, WI | Not scored | 1 | 1.2 | $6.2M | −0.5% | |
| Kewaunee County, WI | Not scored | 3 | 3.6 | $2.5M | +1.0% | |
| Taylor County, WI | Not scored | 2 | 2.5 | $3.1M | +0.9% | |
| Langlade County, WI | Not scored | 0 | 0.0 | n/a | +0.4% | |
| Green Lake County, WI | Not scored | 0 | 0.0 | n/a | +1.5% | |
| Sawyer County, WI | Not scored | 0 | 0.0 | n/a | +4.0% | |
| Richland County, WI | Not scored | 1 | 1.4 | $5.4M | −1.4% | |
| Lafayette County, WI | Not scored | 0 | 0.0 | n/a | +5.2% | |
| Burnett County, WI | Not scored | 0 | 0.0 | n/a | +3.9% | |
| Washburn County, WI | Not scored | 4 | 5.3 | $1.4M | +2.8% | |
| Bayfield County, WI | Not scored | 1 | 1.3 | $6M | +3.4% | |
| Ashland County, WI | Not scored | 0 | 0.0 | n/a | +1.1% | |
| Crawford County, WI | Not scored | 0 | 0.0 | n/a | −1.1% | |
| Marquette County, WI | Not scored | 0 | 0.0 | n/a | +2.1% | |
| Rusk County, WI | Not scored | 0 | 0.0 | n/a | −0.2% | |
| Price County, WI | Not scored | 0 | 0.0 | n/a | −0.3% | |
| Buffalo County, WI | Not scored | 0 | 0.0 | n/a | −0.1% | |
| Forest County, WI | Not scored | 0 | 0.0 | n/a | +4.4% | |
| Pepin County, WI | Not scored | 0 | 0.0 | n/a | +2.2% | |
| Iron County, WI | Not scored | 0 | 0.0 | n/a | −0.3% | |
| Florence County, WI | Not scored | 1 | 4.6 | $1.5M | +4.0% | |
| Menominee County, WI | Not scored | 0 | 0.0 | n/a | −1.4% |
Markets with fewer than 5 yoga, Pilates and fitness studios on map listings, and counties under 10,000 people, aren’t scored; they’re listed last in each table.
Questions
How many yoga, Pilates and fitness studios are in Wisconsin?
Wisconsin has 541 yoga, Pilates and fitness studios on map listings as of September 2026. 84 of them (16%) are chain locations. The listings count yoga, Pilates, barre and boot-camp studios. Official counts show 836 businesses with payroll classed as fitness and recreational sports centers in 2023, up 9.1% from 2019. That count covers all fitness and recreational sports centers (gyms included), not only yoga, Pilates and fitness studios.
How much do households in Wisconsin spend on memberships, classes and admissions?
About $2.3B a year, or $921 per household. That is 6% below the U.S. average (an index of 94, where 100 is the U.S. average). Spread across the 541 yoga, Pilates and fitness studios on map listings, it comes to $4.2M per studio. The spending figure covers all memberships, classes and admissions, not only yoga, Pilates and fitness studios. It is estimated from the incomes of the 2,479,480 households in Wisconsin and national spending patterns by income.
How does Wisconsin compare with the U.S. for yoga, Pilates and fitness studios?
Wisconsin has 2.2 yoga, Pilates and fitness studios per 10,000 households, 8% below the U.S. rate of 2.4. Spending per studio is $4.2M, 4% above the U.S. figure of $4.1M. At the national ratio of yoga, Pilates and fitness studios to household spending, Wisconsin would have about 562, against 541 on map listings. There is one business with payroll in the industry for every 2,966 households, against one for every 3,109 across the U.S. The official count rose 9.1% from 2019 to 2023, against +5.8% for the U.S.
Which market in Wisconsin has the highest market score for yoga, Pilates and fitness studios?
Among 15 scored metro areas in or partly in Wisconsin, the Janesville-Beloit metro area scores highest, at 72 (upper middle). Among 7 scored small-town markets in or partly in Wisconsin, the Baraboo area scores highest, at 66 (upper middle). Among 27 scored counties in Wisconsin, Washington County scores highest, at 74 (upper middle). Scores compare each market with others of its kind across the U.S.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. Wisconsin scores 36 for yoga, Pilates and fitness studios (lower middle), #43 of the 50 states and DC.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Wisconsin. It maps the yoga, Pilates and fitness studios on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
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Top markets for yoga, Pilates and fitness studios across the U.S. · All business types in Wisconsin
Related business types in Wisconsin
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- Martial arts and dance studios1,039 listings
Screening a site or an acquisition in Wisconsin?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.